how to earn links to your local business
TRANSCRIPT
Presented by
How to Earn Links to your Local Business (from the media)MozCon Local 2017
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😞“It’s too expensive, time consuming, and hard to
get links!”
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Incorrect.
It’s hard to get GREAT links.
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LINK BUILDING TACTICSon Point Blank SEOpointblankseo.com/link-building-strategies
More than 200 link building tactics prioritized by time to execute, potential value of the link, and dependencies:
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Link Allocation:
RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
SPONSORED
RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
COMMENT SPAM
RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
SCRAPERS
RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
MEDIA COVERAGE
RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
SPONSORED MEDIA COVERAGE
SCRAPERSCOMMENT SPAM
If Google is using non-linked signals for ranking entities,
then media mentions are more important than before.
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Media mentions demonstrate freshness, relevance, and entity
associations critical to improving search experience.
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We had 4 news crews in 3 hours!
LOCAL NEWS GOAL:
“Here’s my card. Call me anytime you have a story.”
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What do you need to get the same type of coverage?
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A drive to help.
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A drive to save.
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A drive to connect.
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A drive to protect.
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A drive to grow.
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We have the same time in the day. This is how I chose to use my “free” time. You can, too.
(But, you’re going to have to be dedicated and I don’t recommend doing it with a newborn, toddler, and a business at the same time.)
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The Basics
We’re all here, because we want better rankings, right?
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😱WRONG!
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We want to do something 🙋on our website, which
usually involves .💰
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So, let’s talk about getting to your site.👬👫👭
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Links are navigational elements that lead users somewhere.
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Links also convey a relationship between two sources whether that’s specified or not:
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Question: In real life, what’s a navigational element for your brick and mortar?
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Answer: Your storefront, which should be visible, well labeled, inviting, and clearly indicate if you’re open.
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If you want the media to link to you, start by treating your
website with the same attention to detail as your
storefront!
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What do I mean?
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This is absurd:
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👎So is this:
“What is this? A center for ants?!”
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👍Do this instead:
So much better!With contact info, hours, and a map
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But wait, there’s more:
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Daily Grind:274 RD | 1,220+ BL
Superior Merch:42 RD | 169 BL
Spill’n:48 RD | 322 BL
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This is enraging:
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👎So is this:
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👍Do this instead:
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News!
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Tesoros:Website blocked for malware
Puzzles:57 RD | 1,360+ BL
Moon & River:1 RD | 1 BL(Google Site)
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Anyone can get news coverage, because it’s not about the business/brand,
it’s about you and your community.
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PERSONAL INJURY
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-Know the Law video segment on OKC Fox
-Annual Day of Kindness (5,000 turkeys donated)
-High school mock trial team
-Easter ham giveaway
-Air conditioner giveaway (hundreds)
-Drives: food, winter coat, and blood drives
-A Noble Cause: monthly winners
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He’s getting to his site.👬👫👭
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PEST CONTROL
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Let’s talk about the media a little more…
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The media doesn’t give an ish about you unless you
have a good story and they have time to cover it.
Radical ideas and newsworthy statements are usually opposite of how we
do business.
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At Outspoken, we have to control the content &
distribution process or results are compromised.
(Truthfully, you just need a great reputation and the ability to get things done.)
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Meyer, R. (2016, May) How Many Stories Do Newspapers Publish Per Day? Retrieved fromhttps://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per-day/483845/
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Expert tip:There’s an app on your phone that can help expedite this!
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How do you get the media to cover you?
Identify and target seeder sites and social connectors versus mainstream news.
- hotair.com- dailykos.com-www.theblaze.com- techaeris.com - engadget.com- techdirt.com- jezebel.com- democraticunderground.com- techchuck.com - boingboing.net
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Publish in 1-2 hoursPublish in 3-4 hours
(busy fact checking!)
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Image: https://deanbeech.wordpress.com/boa-tvfilm/audience-theories/hypodermic-needle-theory/
#Pubcon @Rhea 87
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The truth is, we NEVER lived in that world.
#Pubcon @Rhea 89
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Follow the trail:Hashtags, URLs, retweets, headlines, quotes
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Source title:Leaked Draft of Trump's Religious Freedom Order Reveals Sweeping Plans to Legalize Discrimination
Title variations as the story spread:- Draft of Trump's religious freedom order reveals plan to legalize
LGBTI discrimination- Leaked Draft of 'Religious Freedom' Executive Order Reveals
Chilling Plan to Legalize Anti-LGBT Discrimination- Trump's leaked 'religious freedom' order
would permit virtually all anti-LGBT discrimination- A Leaked Draft of an Executive Order
Would Allow Religion to Eclipse LGBT and Women's Rights- White House considering action on religious freedom
that critics warn could lead to discrimination
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Mentions of the TheNation.com article URL using Moz’s Fresh Web Explorer
RISE
DECAY
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Sources for a breaking news story from Google Analytics: Facebook drove 75% of sessions
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So how does any of this apply to your local business?
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Find what drives you, dedicate yourself to it, and don’t be shy—ask for help
(from everyone).
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Start with your mission and message: Let your reputation do the
marketing for you.
#Pubcon @Rhea 101 Visit: outspokenmedia.com/reputation-marketing/
Thank you!